The strategic Survey on Language Attitudes and Preferences of Unisa Students toward Language of Learning and Teaching (SLA) research project is a longitudinal study conducted in the wake of the University of South Africa’s (Unisa’s) revised language policy to promote multilingualism and the development of the African languages as language of learning and teaching (LoLT). Data for the preliminary qualitative part of the study was collected by means of interviews and focus groups. The results confirm the intricate nature of language attitudes in a sociohistorical context. The goal with this qualitative study was to define the different opinions and beliefs that affect and constitute the attitudes of students towards the proposed use of African languages as LoLT at Unisa. The students’ opinions and beliefs (belief statements) are related theoretically to relevant research and are reflected in the questionnaire compiled for the follow-up quantitative study. Proceeding from the qualitative investigation, this paper offers suggestions for the development of African languages as LoLT and emphasises student involvement in language planning and implementation.