Start with your brew method
Espresso roasts are usually fuller, easier to dial in and more comfortable with milk. Filter roasts tend to show more acidity, florals and origin character. If you brew in several ways, choose beans marked for both espresso and filter rather than hoping a very light roast will behave in every setup.
Freshness matters more than fame
A well-known roaster can be a safe bet, but a fresh, clearly described coffee from a smaller UK roaster may be the better buy. Origin, process, roast style, stock status and brew recommendation tell you more than a logo does.
Use flavour notes honestly
Caramel, berries and citrus are tasting cues, not ingredients. Use them to avoid styles you already know you dislike and to shortlist beans in your usual lane: sweet and nutty, bright and fruity, clean and floral, or darker and roasted.