5 rules for effective customer research that make a difference

What makes an effective piece of customer research? Our Customer Research Team work with hundreds of brands across the globe, guiding them through their market research to make sure they make the most of their insights.

Bel BookerSenior Content Writer
Last updated on 2 May 2026 1 min read

Attest’s Director of Customer Research Sam Killip joined The Intuitive Customer podcast from the team at Beyond Philosophy to discuss the the key rules for effective market research.

To whet your appetite, here are the 5 rules:

  1. Define the right method
  2. Get under the skin of the customer
  3. Cast your net wide
  4. Respect your respondents
  5. Do them little and often, rather than large-scale

Find out more about these points and how they translate into action for consumer brands by listening to the full podcast.

Bel Booker Senior Content Writer
Bel draws on a background in newspaper and magazine journalism in her role at Attest, where she’s spent the past seven years uncovering consumer trends and writing in-depth research reports. She’s passionate about finding the story in the data and sharing insights that help shape brand strategy.
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