Research
In fairness to these guys, the lamentable quality of their study isn't too far from what actually passes for educational research.
The scientific method where education is concerned tends to be;
Think of an outcome that you want.
Set up an activity that will produce this.
Publish something in a friendly journal.
Write a press release.
My favourite example is discussed here;
https://community.tes.co.uk/reading_theory_and_practice/b/weblog/archive/2014/06/01/how-secure-is-the-clackmannanshire-study.aspx