Almost every current competence and process model of translation mentions the target audience in one way or another. However, a more comprehensive account of the underlying abilities and processes enabling target audience orientation during translation is still missing. This poster reports on the pilot study of an ongoing project to empirically explore the behavioral and mental correlates of target audience orientation, and how they relate to the translation expertise construct (Muñoz 2014) and more traditional translation competence models (cf. Göpferich 2009).