Reading their study, Zone 3 (Magenta) is 120 cm from the center of the test wall when the strobe is placed 60 cm from the test wall. In practical terms, this means Zone 3 (Magenta) has an angle of view of about 154º, and the light needs to travel about 130 cm. At this angle, the strobe's power is significantly weaker than at the center, and the increased distance explains the measured light output.
The Retra light output study is the only test where all testing conditions are thoroughly detailed, allowing for replication if desired. All you need is a light meter (the exact type used is specified), a tape measure, and the strobes to test. While testing in air might not be ideal, the most crucial aspect is that all strobes were tested under identical conditions. This makes the comparison valid and verifiable.
In contrast, the Backscatter study lacks detailed information about their testing conditions (distance, camera settings, etc.). The results show inconsistencies between the images, making them open to interpretation.