Prince Andrew, Britain’s roving business ambassador for seven years, has decided to employ some of the country’s top brains on a personal mission.

The prince has taken on professional-services firm Price Waterhouse Coopers (PWC) to conduct a review of his performance as the UK’s special trade envoy, with the aim of making his missions more effective.

The prince, whose official title is the UK’s special representative for international trade and investment, is keen to evaluate how successful his job is and where he can improve. The study, which started in January and will end in June, is being paid out of his own pocket.

He said: “We’re extremely pleased to be working with PWC. It’s a great opportunity for us to assess the role of special representative, to measure its success over the last seven years, and see how we might develop it in the future.”

The prince has worked hard to jettison his soubriquet of Air-miles Andy. His critics have accused him of exploiting his role as a trade ambassador to fly round the world taking advantage of the best beaches, golf courses and ski slopes.

The decision to hire PWC follows his move last year to hire Lord Digby Jones as a special adviser. Now he has sanctioned the accountancy firm to ask 30 stakeholders in the business and political world to give their thoughts about his role. Some 20 chief executives of British companies are being approached for their views.

About 550 engagements a year are attended by the prince and a vast proportion of these are overseas.

His office costs of three private secretaries are mainly paid for through a £249,000 annual salary from the Queen.

Earlier this month the prince was in Dubai where he was helping to forge further trade and investment links between Britain and the Middle East and North Africa.

The prince is no stranger to controversy. On a recent trip to America he said the aftermath of the Iraq war had left Britons with a “healthy scepticism” toward what is said in Washington, and a feeling of “why didn’t anyone listen to what was said and the advice that was given?”

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