Research/Journalism Wanted: what's up with the people who didn't see it coming?

This post is about the information that reaches people (including me) organically, without them making any effort to find it, as opposed to the full set of all information available.  While reading this, you may find yourself thinking "But you don't have all the information! You're just talking about the subset of information that reached you organically!" Yes, and that is exactly what this post is about.

In the wake of Brexit, my twitter feed has been showing me examples of people who voted Leave but were unaware of the consequences. I was rather surprised by this, because I was aware of those same consequences, and I haven't even been actively following the issue!  The information reached me with no effort on my part (and, in fact, despite my having mentally categorized it as To Disregard), but it didn't reach people who actually got to vote in this referendum, and would have voted differently if they'd had this information.

Someone should do research and/or journalism about these people. What did they think was going to happen? Where did they get that idea from? Were they given incorrect information, or just not given all the correct information they needed? Why didn't the information they missed reach them?

And, perhaps most importantly, how close did they the information get to reaching them? Was a friend of a friend on a social network posting the information they needed? Was it in the newspaper they read but on a boring page they just skimmed over?  Or were they nowhere near it and would have needed to drastically revamp their media consumption practices and/or voting research to have reached it.

After interviewing as many of the people who didn't see it coming as possible, the researchers/journalists should publish the results, highlighting any patterns they noticed.  This would serve two purposes: helping regular people see information consumption patterns that correlate with being less informed than one would like, and helping people who are trying to spread information or raise awareness see how to reach the people who would like to be more informed but don't even know it yet.

As a random made-up example, suppose 68% of the people who were misinformed got their incorrect information from their hairdresser. Then people would know that you should question/snopes/factcheck political information provided by your hairdresser, no matter how brilliant she is about doing your hair.  Or, suppose 68% of people who didn't get the information they wanted were two degrees of social media separation from that information. Knowing that, people might retweet links to political information that they normally wouldn't retweet because they think it's glaringly obvious.

And this isn't just a Brexit thing. Similar postmortems should be conducted for all elections, and for any other undertaking where they can find a significant number of people who didn't see it coming.  For Brexit we're hearing the morning after about the people who didn't see it coming, but the turnaround isn't always this fast. They should follow up after six months or a year, find people who didn't see it coming, and figure out why.

There's something wrong when the desired information doesn't reach people who will be voting in a referendum, even though that same information organically reached a random foreigner who is deliberately disregarding information on the issue. Investigating exactly how this happened is probably the first step to making the problem go away.