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We have a similar situation where customers search for branded names like Mega Press or Pro Press and expect the same results. We setup redirects (under marketing --> Search --> Redirects for those search terms to go directly to the category.
We have customers, internally and externally, that have expectations around "generic" search terms and what results they should see. For example, when a customer searches for "conduit", or "wire" the expectation is that the results returned would be conduit by type and size or wire by type and size - with the most popular types first.
I've used search boosting to get at least the most popular items first - but it still falls way short of expectations.
What kinds of things are others doing for these more generic terms?