Consumer innovation occurs when consumers improve existing products and develop new products by themselves. Consumers innovate products in Japan, although the incidence is lower than that of Western countries. On the other hand, social media spreads all over the world. Some previous studies indicate that network communities of social media are useful for consumer innovation. However, these empirical studies have not been researched yet in Japan. This paper reports the results of a survey of into consumer engagement with product innovation by analyzing the questionnaire survey data, how to promote consumer innovation in Japan is clarified. Especially, the role of social media and its community and motivations of a lead user who is a consumer innovator are elucidated. We clarify the lead user plays a central role in the network community and wants monetary incentive. From these findings, we demonstrate how to combine consumer innovation with Japanese firms.