1. A computer-implemented method of initiating participation in a computer system of a PUA user in a research operation using a respective one of a plurality of PUA's providing communication services pursuant to a single agreement with a communication service provider, comprising: associating data identifying the PUA user in the computer system with data identifying a group of persons receiving communication services pursuant to the single agreement; associating demographic data of the PUA user in the computer system with the data identifying the PUA user; and gathering media exposure data for the PUA user pursuant to the research operation, the media exposure data comprising information regarding exposure to media content in a plurality of different mediums.