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You're actually doing an experiment
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where you're manipulating some variables.
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Randomized control trials, RCTs,
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are the gold standard for doing this.
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Where you randomly assign people to groups
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getting an intervention or something that's not the intervention,
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and then you typically have control groups.
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In these, you want to control for as many confounds as possible.
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I found this funny little figure in a psychology journal once
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that talked about the need for control groups in these studies,
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but of course the need for out of control groups as well.
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Here would be an example of an experimental study.