In research terms, a convenience sample is a group of folks who feature in a study because — well, they happened to be there. And yet, under the right conditions — especially in program design and development — access to study subjects “in the right place at the right time” can prove extraordinarily helpful. Also, let’s face it: COVID-19 has upended our notions of “convenience” altogether. Amid these challenges, YR Media has made admirable progress. – Sunil Iyengar
