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3M to launch new version of 3M™ Visual Attention Service at MRMW Conference

3M, a global innovation company that captures the spark of new ideas and transforms them into thousands of ingenious product, launches new version of 3M™ Visual Attention Service to help marketers optimize their content so it gets noticed

ST. PAUL, Minn. – July 8, 2013 – Diversified technology company 3M will launch 3M™ Visual Attention Service (VAS) version 5.0 along with a new website ( at the Market Research in the Mobile World North America Conference July 16-18.

Bill Smyth, 3M Global Business Manager, describes the challenge facing brand owners in today's cluttered marketplace, "What are people going to pay attention to when they first view a scene? If they look down the aisle, are they going to see your product, or are they going to see your competitor's product?"

VAS is a cloud-based tool that helps marketers optimize their marketing content so it gets noticed. Run any layout, store planogram or package design through VAS and it will show you what is most visually impactful. Then you can tweak and test to get the impact you're looking for.

New with this version of VAS is Visual Elements, a powerful analysis tool that provides detailed guidance for maximizing visual impact using key elements such as intensity, contrast, edges and faces. Also launching is VAS for Video, which brings the power of VAS analysis to video content.

VAS has grown out of 3M's long history in vision science research, which began with a desire to improve the visibility of reflective materials. Now, VAS has emerged to enable marketers to more effectively capture a consumer's attention in a variety of settings and applications.

This VAS launch is in conjunction with 3M's Silver Sponsorship of the MRMW North America edition taking place July 16-18 in Minneapolis, MN, USA. Dawn Cunningham, Global Chief Insights Officer at 3M, will be speaking at the conference. "We're delighted to be supporting this prestigious mobile research event which is the longest running in the industry. Together with other expert panelists, I am tasked to identify the next 'killer' app for market research. I'm eagerly looking forward to share my ideas with peers at this exciting event," said Cunningham.

3M is a trademark of 3M Company.

About 3M™ Visual Attention Service (VAS)
You only have a few seconds to make an impression on a consumer. Make every second count with 3M™ Visual Attention Service (VAS). Using algorithms based on thousands of eye tracking studies, VAS functions like eye tracking – only it's significantly quicker, more convenient, and cost effective. VAS quickly analyzes imagery and creates a heat map detailing which elements will grab immediate attention. VAS arms you with the technology you need to design packaging and advertising that is optimized to draw the consumer's focus. For more information, visit

About 3M
3M captures the spark of new ideas and transforms them into thousands of ingenious products. Our culture of creative collaboration inspires a never-ending stream of powerful technologies that make life better. 3M is the innovation company that never stops inventing. With $30 billion in sales, 3M employs about 88,000 people worldwide and has operations in more than 70 countries. For more information, visit or follow @3MNews on Twitter.

About MRMW
Market Research in the Mobile World is a leading Global Conference Series focusing exclusively on Mobile Marketing Research. Trusted by over 1500 visitors worldwide, MRMW is the premier event bringing you the real trends, new exciting speakers and surprising insight. The event series is held annually in Asia-Pacific, Europe and North America. The MRMW North America edition will take place July 16-18 in Minneapolis, MN, USA. This year's event will take a close look at how mobile has and is changing overall research design and how new stakeholders like mobile operators and large internet companies are becoming part of the ecosystem. Visit to see the full agenda and 45+ strong speaker panel.

Connie Thompson
3M Public Relations
(651) 733-8914

3M Public Relations and Corporate Communications
3M Center, Building 225-1S-15
St. Paul, MN 55144-1000