Your task is "to make sense of the ZMET data" so as to develop a deeper understanding of the category from the consumer’s point of view. Each team will be given data from a group of respondents. Separate the pages so that every person on the team has one sheet to analyze. Individually: Create a concise summary of the central meaning conveyed in each image. What concept is being expressed in the first image? The second, etc? Can you provide a "label" for the meanings underlying each image? As a Team: Discuss the individual interpretations as follows.1. What are the central themes being expressed by consumers?2. Organize the various themes/ideas based on similarity; in other words, what themes go together? What themes stand alone?3. Are there other "higher level" constructs reflected by the themes your team has identified?4. Is there any structure to the themes you have identified? That is, does one theme result from another? Are any themes causes of another theme, or consequences of the same?5. What are people not saying? What can you infer about the functional, psychological, or high-level emotional benefits desired by consumers in this category?6. Develop a brand positioning statement that takes into account people’s interpretations and experiences of gasoline. What is the brand mantra for the Irving brand?7. What advice/recommendations can your team offer Irving Oil based on your analysis of the qualitative data?