Refer to the Following Scenario to Answer the Questions Below

Refer to the following scenario to answer the questions below.
Kraft markets several consumer-packaged goods and wants to get a better understanding of its target market and how competing products are advertised.Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers.The agency is also conducting background research and using some imaginative qualitative methods to better understand Kraft's target market.
-If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising,what type of research do you suggest and why?