Getting Started with Unwrap Surveys

Last updated: April 17, 2026

Send your first survey and see results in Unwrap in under 30 minutes.

Who this is for: All users, Admins

Overview

Unwrap Surveys lets you collect structured customer feedback — NPS, CSAT, open-ended responses, and more — directly from the Unwrap platform. What sets it apart from standalone survey tools is that every response flows back into your Unwrap data layer, where it's analyzed alongside all your other feedback signals. You don't need to export anything or connect an integration — it's all in one place.

This article walks you through creating your first survey end to end. For more information on any section, there are dedicated support articles linked throughout to add detail. 

Prerequisites

  • An active Unwrap account

  • At least one View set up in your organization (a View is a workspace in Unwrap that organizes feedback by product, team, or use case — survey responses connect to a View so they're analyzed alongside your other feedback)

  • Admin or standard user access (both can create surveys)

How It Works

When you create a survey in Unwrap, you configure the questions, design the respondent experience, and add recipients — either by uploading a CSV or sending recipients programmatically via API. Once the survey is active, recipients receive an email with a link to a branded, desktop and mobile-friendly survey page. Their responses are processed by Unwrap's AI in real time and surface alongside your other feedback in any View you connect the survey to.

Every survey supports dynamic AI follow-ups on open-text questions. When you enable the Allow AI Follow Up toggle on a question, Unwrap evaluates each response and — if the answer lacks sufficient detail — automatically generates a targeted clarifying question based on what the respondent said. If the response is already detailed, no follow-up is asked. You don't write these follow-ups; the AI generates them uniquely for each response.

You can also add Company Context” in the Admin Config section of the Surveys Dashboard. This allows you to provide context about your organization that will be used to generate dynamic AI follow-up questions for survey recipients. You can use this to give general information about what products you provide, what you’d like to dig deeper on (e.g., support issues, product durability, competitor references, etc.) or topics to avoid (e.g., claims of fraudulent activity). 

Step 1: Create a Survey

  1. Navigate to the Surveys section from the left navigation.

  2. Click Create New Survey in the top-right corner.

  3. Enter a survey name. This is internal — respondents won't see it. Choose something that identifies the program (e.g., "Post-Purchase NPS — Q2 2026").

  4. Add an optional description for internal context, then click Create.

You'll land on the Survey Settings page, where you'll configure questions and delivery.

Step 2: Configure Your Questions

  1. On the Settings page, add your questions. You can include multiple questions in a single survey.

  2. Choose a question type for each question: Rating (1–10), Open-Ended Text, Single Choice, Multiple Choice, Yes/No, or Matrix Table.

  3. Toggle Allow AI Follow Up on or off per question. When enabled, Unwrap will ask a follow-up question if — and only if — the respondent's answer is low in detail. Detailed responses move on without a follow-up. This is most valuable on open-text questions.

  4. Set your email subject line (up to 200 characters). Make it clear and specific — respondents are more likely to open an email when they understand what they're being asked about.

  5. Send yourself a test email using the test send option before going live.

To personalize questions with recipient-specific data (e.g., a product name or account tier), use {parameter_name} syntax in your question text. The parameter name must match a column header in your recipient CSV exactly.

Step 3: Design the Respondent Experience

  1. Click the Design tab.

  2. Upload your logo (PNG, SVG, JPG, JPEG, or WEBP — up to 10MB). Use a high-resolution file so it renders crisply on all devices.

  3. Optionally add a background image. The survey will appear in a white box so that it is readable over any background you choose.

  4. Set the layout alignment: left, center, or right. On mobile, the survey displays full-screen regardless of this setting.

  5. Click Preview Survey Page or Click Send test email to see exactly what respondents will see before you launch. Test emails are delivered to your Unwrap-linked email address. Test responses are not recorded. 

Step 4: Add Recipients

Choose the delivery method that fits your use case:

Method

Best for

CSV upload

One-time or batch sends — e.g., surveying all customers from last month's returns

API

Real-time, event-triggered sends — e.g., automatically sending a survey the moment each return is processed

Intercepts

In-context, in-page delivery — e.g., displaying a survey widget immediately after a customer submits a return on your website

Option A — CSV upload

  1. Click the Recipients tab.

  2. Upload a CSV with at least one column: email. You can also include firstName, lastName, and any relevant custom metadata columns for personalization or analysis.

  3. Recipients receive a snapshot of your survey at the time they're added. If you update questions after adding recipients, those changes won't affect surveys already queued for delivery.

Option B — API

Send recipients programmatically using the Unwrap Recipients API. Your system calls the API each time the triggering event occurs — no manual uploads needed.

Option C — Intercepts

Embed a JavaScript widget on your website and show the survey in-page to visitors who match targeting rules you define. See Survey Intercepts for setup instructions.

Step 5: Connect Your Survey to a View

Do this before activating. Responses that arrive before the connection is made are still stored, but connecting first ensures every response is analyzed in Unwrap from the start.

  1. Click the Recipients tab, then click Add Survey to View.

  2. Select the View where you want responses to appear.

  3. Once connected, responses are automatically processed by Unwrap's NLP and will surface in that View in real time.

Alternatively, you can connect via the View's Integrations tab and select Unwrap Surveys from the available options.

Step 6: Activate Your Survey

  1. Return to the Settings tab.

  2. Toggle the survey to Active. The survey is now live — recipients who have been added will receive their email within a few minutes, though during high-volume periods delivery may take up to a few hours.

To pause at any time, toggle the survey back to Inactive.

Survey Status Reference

Status

Badge

What It Means

Draft

Yellow

Survey is being set up. Not yet active.

Active

Green

Live — collecting responses.

Inactive

Gray

Paused. No new responses accepted.

Best Practices

  • Send a test email before activating. It takes 30 seconds and prevents mistakes that are hard to undo once recipients are notified.

  • Keep your first survey short. One or two questions with dynamic follow-ups enabled will outperform a long static form. Let the AI do the work of going deeper.

  • Use descriptive survey names. You'll accumulate surveys quickly — names like "Q2 Post-Purchase NPS" age better than "Survey 1."

  • Connect your survey to a View before activating. Responses that arrive before the connection is made still get stored, but making the connection early ensures you see results from the first response.

  • Use the API for event-triggered delivery. If your use case involves a specific customer action (purchase, return, ticket closure), programmatic delivery ensures the survey fires at exactly the right moment.

Limitations

  • Recipients receive a snapshot of the survey at the time they're added. Question edits made after adding recipients will not apply to those recipients' surveys.

  • The mobile SDK is not yet available. For in-app survey delivery, use intercepts via the JavaScript widget.

FAQ

Q: Can I edit a survey after it's active?

A: Yes, but changes to questions won't apply to recipients who were already added. New recipients added after the change will receive the updated version.

Q: How quickly do recipients receive their survey?

A: Most recipients receive their email within a few minutes of being added to an active survey. During high-volume periods, delivery may take up to a few hours.

Q: Can I use Unwrap Surveys without connecting it to a View?

A: Yes — you can collect responses without connecting to a View. But connecting to a View is what enables Unwrap's AI to analyze your survey responses alongside the rest of your feedback data, which is where most of the value is.

Q: Do dynamic AI follow-ups count as separate questions in the response?

A: Yes. Each follow-up response is stored as a separate question-and-answer pair in the output, so you can analyze follow-up responses independently, but you can treat follow up responses as the natural extension of the preceding question, i.e., the ideally detailed response to the initial question.

Q: Can I send a survey to the same recipient more than once?

A: Avoid uploading duplicate email addresses in a single CSV — it will result in multiple survey invitations to the same person. For recurring surveys (e.g., quarterly NPS), create a new survey each time rather than re-adding recipients to an existing one.