An exploratory Durban September Festivals study was conducted by Nise Malange and Arjun Vinodrai of the BAT Centre Trust to encourage other large players to conduct such research on a large scale, and develop more comprehensive strategies. These benefit the Durban arts industry and the Durban economy more generally.

Audiences were canvassed at the Awesome Africa Festival (32 Survey) and Durban Metro Arts and Cultural Festival (47 surveys). Areas of specific interest were forms of transport being used, awareness levels of various festivals and their brand identities, and the importance of such factors as: location and accessibility of venues, ticket prices, show times, and diversity of audiences. The majority of respondents fell within the age range of 26 to 35.

Places of residence varied greatly, but generally it can be said that the majority of respondents came from the Durban area with a small number coming from elsewhere in South Africa. Of particular note is the fact that a substantial number of respondents at Awesome Africa came from the Shongweni area.