BY default when you run
docker run -it [myimage]
OR
docker attach [mycontainer]
you connect to the terminal as r
As an updated answer from 2020. --user , -u option is Username or UID (format: [:]).
Then, it works for me like this,
docker exec -it -u root:root container /bin/bash
Reference: https://docs.docker.com/engine/reference/commandline/exec/