Reporting on multi-select picklist data

Reporting on multi-select picklist data

I'm wondering how others have solved this problem:  My company has a number of "strategic goals" that we attach to various potentials as they come in.  So, a potential can tick off none, one, or more than one of these as it moves through the pipeline.  Let's call them by fruit names: Apple, Banana, Cherry, Durian.  The data then appear as a comma separated list in the field for that question.  

Potential Name      Strategic Goal
Potential 1            Apple, Banana
Potential 2            Banana, Durian
Potential 3            Apple, Cherry
...

And so on.  My question is how to group potentials in reports by whether they tick a given strategic goal.  So, how did we do on Banana?  How did we do on Durian?  We're not worried about double-counting these, but the problem is that the database can't 'see' that Potential 1 and 2 both serve Banana.  Is there some kind of SQL formula that deals with this?  My alternative solution which is less desirable, is to make each strategic goal a checkbox instead of part of a multi-select.  

Any advice from others who are reporting on this kind of data?  

Andrew
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