Academic studies were done and people were polled after both referendums. What they found from both referendums is that the more voters understood about STV, the more they liked it.
In the first referendum, a lot of voters knew about the assembly. They knew that voters had found the system and that it was coming from voters. In the next referendum, with the wording of the referendum and how it was portrayed, it seemed like we were some kind of lobby group bringing forth this idea. It had been several years since those failed elections, so that was an enormous problem.