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Thanks for your answer confirming my deduction (all the more valid in that you hadn't seen it in my question!) I appreciated your additional comments & participation in discussion too. 4 KudoZ points were awarded for this answer
...just when you were sure it was an English acronym you find out it is some obscure French expression used by the client's firm...always best to check, especially given that the first translator obviously didn't bother. Good luck with the rest of this :)
Agree with Charlie's comment - thanks for confirming what I perceived to be the "easy solution".
Thanks to Sara for her suggestions, but wouldn't that be TMO then? Also, top-of-mind + awareness is expressed as a percentage... And as Ian points out the linking with the next term - prompted awareness - would make this a pretty logical combination.
Point taken. My example definitely doesn't fit in with market research. I just want to emphasize that TMxx is so common for taux moyen/mini/maxi de xxx that it has to be ruled out as a possiblity by checking with the customer.