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6/4/2008 IRI Sheds Light on ‘Trip Missions’ Chain Drug Review Where consumers choose to shop often depends on the kind of ‘‘trip mission’’ they are on, according to Information Resources Inc. (IRI). Retailers and manufacturers should keep those missions in mind when putting together their merchandising and marketing plans, Valerie Skala Walker, the market research firm’s vice president of business and consumer insights, said at the recent IRI Summit 2007 conference here.