The Invisible Problem: Marketing and Culture in Data Repositories

Key Points

• The proposal aims to explore factors beyond technology that affect the adoption of data repositories in research settings.
• Analyzing the gap between technical capabilities of repositories and their usage by researchers.
• Evaluating marketing and communication strategies applied to promote repository adoption.
• Examining the cultural changes needed within academic communities to increase engagement.
• Identified key barriers to the adoption of data repositories related to marketing and culture.
• Proposed new strategies for improving communication about repository benefits.
• Recommended implementing cultural change initiatives to foster greater researcher involvement.