You collect it. It is cumbersome, painful and time consuming, but it will not get done any other way. How do you know what your model client "is" if you do not collect information on all of your buyers? How are you going to target and attract others with similar demographics? Business owners like to guess and they really think they know what their target audience "is" without collecting data. But, you don't know what you don't know. Devise a systematic method of collecting information on your clients: what items they like to purchase, favorite colors, fabrics, how often you see them, their birthday, what is their price point, how they like to pay, favorite brands or exclusive lines, etc...