The actual consumption environment in homes is semi-chaotic. It presents inherent complexity, characterised by multiple variables, both objective (e.g., habits, materials, environments, visual scenarios) and subjective (e.g., sensitivities, experiences, interests, preferences, pressures), which are constantly changing. In these complex scenarios, brands may or may not achieve mental availability, which directly influences brand purchase and repurchase. Designing and implementing strategies to evaluate brand performance in this intricate scenario is mandatory. For more than 30 years, we have developed innovative technologies to benchmark consumer brand performance, grounded in the science and technology behind consumer chores.