GCB and Fraunhofer IAO are Launching Research Centre for Future Meeting Studies

With an expanded international focus, a new structure, and broader opportunities for partner participation, rcfms pursues one central goal: to advance business events as a communication tool within organisations using an evidence-based approach, while supporting all stakeholders across the entire value chain. Research will focus on how to create events that are sustainable, inclusive, and user-centred.

Taking business events to the next level
“Our aim is not only to analyse the event formats of tomorrow, but take an active role and set new future-proof standards,” explains Matthias Schultze, Managing Director of the GCB. "rcfms is the natural evolution of the ‘Future Meeting Space’ innovation network for the exploration of trends and future perspectives in business events. With this new initiative, we are creating a central hub for pioneering research on the events ecosystem, providing a foundation for lasting innovation and transformation in Germany’s meetings and conventions sector.

rcfms research topics are defined jointly with an interdisciplinary Advisory Board and in consultation with research partners across the events ecosystem. “Using the most appropriate research methods for each case, we will address a wide range of questions, including current developments and challenges such as generative AI or labour shortages and emerging trends like humanoid robots and new communication formats,” explains Dr. Stefan Rief, Head of Organisational Development and Work Design Research Unit at Fraunhofer IAO.

Broad opportunities for partner participation
The Research Centre offers stakeholders from the business events ecosystem two tiers of participation that build on each other: the Research Fellowship and the Advanced Research Tracks. The Research Fellowship is a low-threshold opportunity to get involved in rcfms research, providing access to current research results and our network. Results are shared and discussed not only through online meetings but also at an in-person event. For deeper engagement, the Advanced Research Tracks that build on the Fellowship allow for an
in-depth exploration of selected topics in workshops and on research trips. The exclusive insights and targeted knowledge transfer deliver direct value to participating organisations and foster innovative solutions in their businesses.

Co-creation with industry partners is central to the approach, as is the international scope and integration of global perspectives: “We look forward to the participation of international stakeholders active in Germany’s meetings and conventions sector to effectively integrate customer perspectives across national borders into our research,” adds Schultze.

The shortlist for the rcfms 2026 research topic will be revealed in November, with the research set to commence in March 2026 after the final selection.