This study deals with the consideration of pragmatic factors in the debate on the definition of equivalence in translation studies (see e.g. Hewson and Martin's (1991) variable approach to translation, Malmkjaer's (1993) cultural relativity in translation, and Tabakovska's (1993) poetics of translation). Professional translators were asked how the answers to questions they put to clients before accepting a commission, affected the subsequent translation assignment. Assuming the creation of an ideal "implied reader", a variable definition of equivalence is then proposed, based on the use of pragmatic factors as reported by the translators.