The owner of Thermea spa in Winnipeg has retracted a customer survey that contained what one individual described as “extremely inappropriate” inquiries, such as questioning whether immigration poses a risk to “the purity of the country.”
Amelia LaTouche, a patron of Thermea, expressed her dismay to CBC News after receiving the survey via email, stating that questions of this nature were not suitable for a spa-related survey.
The survey, sent by Groupe Nordik (Thermea’s parent company) and conducted by the Centre for Research on Public Opinion (CROP), aimed to gather feedback to enhance services at Thermea. However, it veered into inquiries beyond the spa experience, including statements about government involvement and immigration impact on the country’s purity.
LaTouche criticized the survey for its disrespectful and biased tone, highlighting the use of terms like “purity” and “man’s destiny” as problematic and indicative of underlying motives. She noted the absence of options to skip questions or decline to respond, which she found concerning given Thermea’s emphasis on diversity and inclusion.
In response to LaTouche’s concerns, Groupe Nordik issued an apology, acknowledging the survey’s misalignment with their values and commitment to creating a welcoming environment for guests. The company admitted to insufficient scrutiny of the survey questions, leading to its immediate cessation and internal review processes enhancement.
Alexandre Boileau, Groupe Nordik’s senior marketing and sales director, affirmed the company’s regret over the matter and assured corrective actions to prevent such incidents in the future. LaTouche, while appreciating the apology, expressed a desire to further discuss the issue with Thermea representatives.
Notably, CROP, the research firm involved, faced previous criticism for similar survey content in the past. LaTouche questioned the necessity of such inquiries, emphasizing the potential harm in allowing platforms for racist or divisive opinions.
The incident underscores the importance of ethical survey practices and the need for businesses to prioritize inclusive and respectful communication with their clientele.