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By Marta Teperek and Alastair Dunning, TU Delft. Recommendations on how to better support researchers in good data management and sharing practices are typically focused on developing new tools or improving infrastructure. Yet research shows the most common obstacles are actually cultural, not technological. Marta Teperek and Alastair Dunning outline how appointing data stewards and data champions can be key to improving research data management through positive cultural change.