Technologies are generally described for obtaining consumer survey responses encoded on a reactive tag associated with an item. Prior to distributing a product to consumers, a manufacturer may affix a reactive tag to the item for gathering consumer feedback about the product. Consumer survey questions and responses may be encoded on the reactive tag, and the consumer may be able to remove a portion of the tag in order to select a consumer survey response. The reactive tag may be configured to react to the removal of a portion of the reactive tag by encoding data on the reactive tag for the consumer response and/or changing a physico-chemical state of the reactive tag for storing the consumer survey responses. When the consumer has finished with the product, the product may be received at a recycling facility, where a machine may scan the reactive tag to retrieve consumer survey responses.