consumer purchasing behavior tracking service across multiple trade channels, including supermarkets, drugstores, mass merchandisers, supercenters, and others, providing comprehensive measurement and evaluation of new-product programs and advertising campaigns. The service can deliver different TV ads to selected homes within the same market, along with the ability to read the impact of the advertising on consumers' actual purchasing behavior and attitudes. The service's ad testing package includes exclusive testing rights in a given product category, consultation on test market selection and test design, selection of matched test and control groups of households, execution of test and control advertising plans via cable TV cut-ins, and analysis of results. A single-source data system. A product of Information Resources, Inc. (IRI). See Information Resources, Inc. (IRI), InfoScan, and single-source data.