Focar Kids is a small business company, specialized in child and school photograph making. Since Focar is new in the photography market, it didnt conduct any market research yet. Therefore, the company is unaware of its consumer behavior. This assignment tries to identify the most important attributes for a consumer when buying a scholar memory. Both qualitative and quantitative analyses were conduced. The method used was the conjoint analysis. The results of the research, pointed the ideal memory for the Focar consumer.