The paper discusses the role and the challenges of integrating Data-Driven Design (DDD) models in the product innovation process. Firstly, based on academic literature on the Product Innovation Value Streamsand on Model-Based Decision Supports, the paper highlights how and when the use of DDD models can support a more effective product innovation process. Secondly, it highlights a list of challenges to be considered for the development of new DDD models for decision support. Ultimately, those challenges are formalized in an evaluation matrix intended to guide the further development of DDD.