Disclosed is a system, method and apparatus for opinion polling of broadcast or live streamed media. The scalable system enables real time analysis and display of continuously updated audience opinion data. A computing device with a touchscreen may be used to input personal opinion, view program content, and observe compiled audience reaction, simultaneously. Content and reaction may also be viewed separately. Granularity of data is substantially improved as is nuanced comprehension of responses. Iterative opinion input is enabled, in both numerical rating and textual comment. Unsolicited, top-of-mind audience reaction is accommodated while latency is reduced to a near conversational level. A rich consumer data base may be correlated to opinion. The apparatus enabling system function communicates tactilly to the user the opinion being output by the device.