It comprises computing values of cognitive and personality indicators of users of a telecom operator by means of machine learning and data mining algorithms from information available in a telecom operator system extracted from Social Network Analysis metrics, Call Detailed Record information and commercial information of said users stored in an operator's Data Warehouse and Customer Relationship Management systems as well as information from previous surveys, or questionnaires, answered by a representative sample of users as an input of said machine learning and said data mining algorithms. The method involves building a complex computer model that infers the values of the psychological dimensions of said users by means of said machine learning and said data mining algorithms to obtain a multi-dimensional vector for each of the users.