5 weeks, 5 European cities, 5 successful parties. The Volvo Subject60 tour has come to an end and its true purpose can finally be revealed. Disguised as fancy launch events for Volvo’s naughtiest car ever, the all-new S60, the tour was a carefully planned and monitored behavioral experiment. Six secret experiments were integrated in the party, and monitored by anthropologist Dr Katarina Graffman. Each experiment was designed to unveil the naughty side of the citizens. To compare people’s actual behavior with their preconceptions, the Naught City Study also comprises an extensive quantitative survey. The results are nothing but naughty.