Burson-Marsteller (B-M) has been hired to carry out the work, which includes canvassing views from the public and ABI members.
It is hoped this will form the most comprehensive picture yet of the profession’s image. While B-M has been hired on a project basis until October, it is anticipated that a wider campaign to better promote the profession could launch later this year.
ABI head of media and political affairs Alan Leaman said the industry was undergoing a degree of regulatory changes, and the ABI felt it was time for a reality check.
He added: ‘The industry has a complicated role, but a vital one in terms of the function of the economy and people’s lives. In a world where customers’ expectations are constantly rising we want a handle on that, particularly as commercial costs have risen significantly since September 11.’
Leaman denied that any work would be carried out on the image of the ABI itself.