In a customer-centric business environment, continuously collecting feedback from customers is one of the essential pillars of business success. Continuous UX research provides a constant stream of customer insights that feeds into the process of business decision making. To make conscious research useful and impactful, it should be set up as a regular practice that is open, transparent, accessible, and engaging. This talk will show you how continuous practice has been set up at Kiwi.com, including best practices and lessons learned.