The national arts funding body, Creative Scotland, has defended hiring consultants to garner the public's opinion of their work only weeks after finishing a major consultation exercise of their own.

The body, which last week announced a chief executive, Janet Archer, is commissioning a survey of 1200 members of the public, as well as "stakeholders", in a tender worth up to £45,000 for the consultancy firm that wins the job.

The survey is required to "monitor changes in perceptions of Creative Scotland and satisfaction with our services" as well as "improve our intelligence on the media impact of our communications".

Mark Fisher, a theatre critic, said: "Just when it seemed [Creative Scotland] had got the message, it's back to its old customers, consultants and impacts tosh" while the poet Elspeth Murray said: "Free tip for [Creative Scotland: your 'customers' don't like being called 'customers'."

The advert comes only a day after a review by musician and writer Pat Kane, of the recently concluded Open Sessions staged by the body, said its use of "financialised and corporatised" language had to change.

A spokesman for Creative Scotland said the work was a piece of research, similar to previous surveys commissioned by the body, was a vital piece of work.