The ICAEW has launched a research project to uncover the attitudes and requirements of members, engaging a firm of consultants to contact a random sample of ACAs.

By using an third party, the institute hopes to persuade its sometimes sensitive membership that 'the research is objective, as well as to guarantee your responses are treated with the utmost confidentiality'.

Not surprisingly, some members are already sceptical. 'I suppose the questions will be quite leading...' writes the Small Practice Accountant on his blog. Credit where credit's due though, chief executive Michael Izza pledged to listen when he took office and this is tangible evidence of that.

Gracechurch has worked for other institutes (CIMA) and firms (PwC, KPMG, E&Y, GT, PKF and Smith & Williamson) in the past so has an impressive client roster. It has also conducted work for the institute's own benevolent fund previously.

A shame then that on its site, it refers to the ICEAW (sic) as a client.