With more than 20 years of experience in market research and consumer behavior, Michael Cai is the President of Interpret LLC, a leading global research company focused on video games and entertainment. Interpret specializes in custom qualitative and quantitative research, to help clients in movies, video games, digital media, and advertising gain a comprehensive understanding of consumer behavior, habits and interest.Michael leads the company's gaming and digital practice, providing a wide variety of market research and analysis products to both Tier1 game publishers and leading online gaming companies. He also launched GameByte, Interpret's syndicated research that studies online and mobile gamers in 10 key global markets. A Burke certified moderator, Michael has moderated more than one thousand focus groups and interviews in both the US and China, covering video gaming and entertainment related topics. He has also conducted qualitative research in more than 15 countries, and presented his findings at high-profile events such as Game Developer's Conference, E3, Consumer Electronics Show, Digital Hollywood, and The New York Games Conference.