A survey to explore the challenges and opportunities for dairy farm data management and governance was completed by 73 farmers and 96 non-farmers. Although 91% of them find data sharing beneficial, 69% are unfamiliar with data collection protocols and standards, and 66% of farmers feel powerless over their data chain of custody. Although 58% of farmers share data, only 19% of them recall having signed a data share agreement. Fifty-two percent of respondents agree that data collected on farm belongs only to the farmer, with 25% of farmers believing intellectual property products are being developed with their data, and 90% of all said companies should pay farmers when making money from their data. Farmers and non-farmers are somewhat concerned about data ownership, security, and confidentiality, but non-farmers were more concerned about data collection standards and lack of integration. Sixty-two percent of farmers integrate data from different sources. Farmers' most used technologies are milk composition (67%) and early disease detection (56%); most desired technologies are body condition score (56%) and automatic milking systems (46%); most abandoned technologies are temperature and activity sensors (14%) and automatic sorting gates (13%). A better understanding of these issues is paramount for the industry's long-term sustainability.