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What's this brainstorming technique called ?

I was watching a design interview about the ui design about Google products. There was a slide that they showed briefing that had one word that was a design principle . Then there was a long list of words related to the core design principle. Just wondering if any one knew the actually name of this technique ? It was like a thesaurus.... I'll try to find the video and take a screenshot of that slide.
 
word association?

I haven't heard this in the context of brainstorming, but psychologists do something similar and call it "word association" -- though generally they give a list of several words, and elicit only one association to each.
 
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