One San Francisco intimate apparel retailer has made its name by asking women frank questions about themselves and their bodies, gathering the details needed to shape each woman’s shopping experience — and her bra cups — to a custom fit. Armed with this info and a new in-house line, the company now plans to get even closer to its female clientele.

With the help of former Microsoft peer Aarthi Ramamurthy, Michelle Lam structured online store True & Co. around a 16-question quiz, meant to assess a woman’s body shape and the fit of (and her level of satisfaction with) her prior undergarments. As the New York Times reported, 20,000 bra-seekers signed up with True & Co. within 36 hours of the site’s launch in May of 2012. In the past two years, more than one million women have taken the quiz, amounting to 22 million data points.