The market for picture and video for social events has undergone great change over the past few years, much has to do with the speed at which technology is developing machines , such as the emergence of digital machines , where the cost has decreased considerably and possibilities at the same time , can be explored. For the consumer that leads to more professional options , more choice and different decision-making processes . For professionals, more competition and therefore greater need to have a differential . In consideration of this scenario , this study mainly aimed to investigate the decision-making process undertaken by consumers , for contracting photo and video service for social events , trying to understand what consumers consider most important when hiring this service . In-depth interviews were conducted with consumers and service providers. The results showed that consumers come to market professionals through referrals from acquaintances. The attributes considered important to hire the service are many , such as quality and empathy.