Information request and response under the Freedom of Information (Scotland) Act 2002
FOI Reference: FOI/202500479434
Date received: 6 August 2025
Date responded: 26 August 2025
Information requested
Request for Information 1: How were focus groups relating Social Security Scotland selected?
Request for Information 2: Who oversaw the focus group?
Request for Information 3: How many people were in the focus group or groups?
Request for Information 4: What were the demographic splits of the focus group or groups?
Request for Information 5: If available, how many individuals were consulted specifically on the formality of address in correspondence (for example, Dear ‘First Name’ vs Dear Mrs ‘Surname’)
Response
Requests for information 1, 2, 3 and 4
All of the information you have requested is available from the Scottish Government website and can be found here, www.gov.scot/publications/experience-panels-branding-social-security-scotland-visual-summary. This report includes information on how focus groups are selected, overseen and demographics.
Under section 25(1) of FOISA, we do not have to give you information which is already reasonably accessible to you. I have included a paper copy of the report.
Requests for information 5:
While our aim is to provide information whenever possible, in this instance Social Security Scotland does not have the information you have requested. The salutation in our letters of “Dear First name” was not specifically tested in these consultations which were undertaken by the Scottish Government. This work covered branding, visual design and language guidelines more broadly.
This is a formal notice under section 17(1) of FOISA that Social Security Scotland does not have the information you have requested.
Our first name salutation follows our tone of voice guidelines. Specifically to be respectful, inclusive and friendly but not overly familiar or officious, and to treat people as equals. Our language and brand guidelines, including tone of voice, were created following research conducted by the Scottish Government in 2018. You can find out more information from our website at www.socialsecurity.gov.scot/about/our-brand/our-voice This research included focus groups, interviews and an online survey. I have included a printed version of this information from our website.
While letters for each benefit were tested extensively, the salutation in our letters of “Dear First name” was not specifically tested in focus groups. Research with Experience Panel members explored how we could make our communications more accessible and less intimidating than the Department for Work and Pensions (DWP). This resulted in changes such as using a white envelope rather than a brown envelope. The decision to use “Dear First name” is based on our language and tone guidelines as well as best practice for design, accessibility and data protection.
We also do not ask client’s to disclose their title to us when applying for a benefit – this follows advice given in government design systems and data protection as we do not require this data to process applications. I have included a printed version of the information that can be found at:
https://design-system.service.gov.uk/patterns/names
Social Security Scotland have designed a large volume of letters since we were set up. It’s standard practice for us to test letters with users at the design stage. None of this research has provided sufficient evidence for us to change this pattern.
About FOI
Social Security Scotland is committed to publishing all information released in response to Freedom of Information requests. The Scottish Government also publishes responses to requests. You can view the responses at http://www.gov.scot/foi-responses.