The parent company of a spa in Winnipeg, Thermea, has retracted a customer survey that included what one patron described as “extremely inappropriate” inquiries. One of the questions posed inquired about the perceived threat of immigration to “the purity of the country.” Amelia LaTouche, a customer at Thermea, expressed her dismay to CBC News, highlighting that while surveys seeking diverse opinions on political or cultural matters have their place, this particular survey, focused on a spa experience, crossed a line with its content.
Following LaTouche’s visit to Thermea in late December, she received an email this week titled “Your opinion matters – Groupe Nordik (Thermea Spa Village Winnipeg).” The email, sent by “Groupe Nordik – CROP,” revealed that Groupe Nordik is the parent company of Thermea, and CROP is a third-party research entity. The email contained a link to a survey aimed at enhancing services based on customer feedback.
Initially beginning with spa-related questions, the survey later delved into statements for respondents to agree or disagree with. LaTouche shared screenshots of some questions, including ones related to government involvement and immigration impact on society. She criticized the survey for its use of language like “purity,” which she associated with fascism, and pointed out its lack of skip options.
The survey’s content clashed with Thermea’s commitment to diversity and inclusion, according to LaTouche, who viewed it as potentially promoting racist viewpoints. Groupe Nordik’s spokesperson issued an apology to LaTouche, acknowledging the survey’s inconsistency with the company’s values. The company took immediate action, halting the survey and implementing measures to prevent a recurrence.
In a statement to CBC News, Alexandre Boileau, Groupe Nordik’s senior marketing director, admitted oversight in reviewing the survey questions, noting they do not align with the company’s ethos. Groupe Nordik has since revised its survey approval process, ensuring values-based questions are vetted thoroughly. LaTouche, despite the apology, expressed a desire for further dialogue with Thermea.
CROP, the research firm involved, had faced criticism previously for a survey conducted for Aeroplan in 2018 that included similarly contentious questions. LaTouche questioned the necessity of such questions in surveys and emphasized the responsibility of companies to avoid promoting harmful opinions.