Shimpei Takahashi is a Japanese innovator and inventor of new toys. In this TedX talk he recommends disregarding data analysis when developing new products. Instead he suggests using random words to generate novel ideas and combinations. In particular he recommends using a method called Shiritori where you generate a list of words where the last letter of one word is used as the first letter in the next word.
This is a variant on the lateral thinking brainstorm method Random Word.