The database was created using Wegener's own lifestyle data on 21m UK consumers and verified using data from other third-party sources.
Wegener says that REALfile can help boost response rates as it does not do away with real data when modelling techniques are introduced.
Suzanne Soper, executive director at Wegener Direct Marketing, said: "When people conduct lifestyle surveys they come up with a list of variables on people and then build models to predict these variables. The real data then gets thrown out and they go on to sell the model data.
"But real data will always outperform any statistical models because it's more accurate, which means improved response rates," she said.
The file will be updated on a monthly basis using postal, online and telephone methods by plugging in model data gaps with real data. It will also be updated using third-party data sources such as Bounty, which provides information on 98% of new births in the UK.
REALfile will be formally launched at the International Direct Marketing Fair this week.
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