"How can we increase brand consideration and purchase intention." This is a fundamental question that any consumer brand faces. This is exactly what SONOS, the pioneer of the wireless home audio market, wanted to explore further. The first step was to radically improve the key driver modeling the approach to identifying why consumers buy. It turned out that conventional approaches are overly simplistic by assuming linearity, independence of drivers and neglecting indirect effects. We took the SONOS brand tracking data and built an advanced causal path modeling, using the universal structure modeling approach and the Neusrel software. What we found was that reality is much more different than conventional models force us to assume. The proof was that we achieved over 50% higher predictive power.