Conducting effective supply market analysis is impossible without the right data on your suppliers, competitors, customer needs, and more.

But how do you find that data, and how can you ensure it’s accurate, verified, and precise enough to make informed decisions?

The answer lies in this article.

Here, we’ve rounded up six useful tools that will take your research to the next level.

Whether you want to gather financial intelligence, monitor supplier risk, or analyze bulk reviews, these tools cover every aspect of supply market analysis.

Let’s get started.

Veridion

Veridion is an AI-powered business intelligence platform that provides insights into over 120 million suppliers and products worldwide.

Scanning billions of websites and processing petabytes of data every week, we offer you exclusive access to up-to-date information you won’t find anywhere else.

Here’s how we’re able to do it:

Source: Veridion

Our advanced technology enables us to create rich company profiles with comprehensive data on all aspects of a business.

Below you’ll find just a glimpse of what Veridion collects:

General Company Data	Names, locations, industry categories, business activity tags, emails, phone numbers, and more
Company Size	Employee counts and revenue estimates
Industry Classification	NAICS, SIC, ISIC, NACE codes
Technologies	Web technologies such as CMS, e-commerce platforms, and other public digital assets
Product and Service Insights	Names, descriptions, and UNSPSC classifications
Sustainability Insights	SICS classification, ESG commitments (e.g., Net Zero pledges), and ESG-related news such as sustainability initiatives or governance updates

Our precise, rich, and always-fresh data makes Veridion ideal for supply market analysis, particularly if you want to focus on supplier discovery, segmentation, and risk management.

Source: Veridion

When it comes to risk control, this data empowers you to stay ahead of any potential disruptions by allowing you to:

• Identify foreign connections to mitigate risks related to foreign ownership and influence.
• Monitor financial health indicators to prevent disruptions from financial instability.
• Assess third-party ESG practices to align with your sustainability goals.

Another area Veridion excels in is supplier selection.

And just recently, we have introduced a new product, Scout, to make sourcing even simpler and more efficient.

Scout allows you to find suppliers by any criteria—products, materials, certifications, and more—using simple natural language.

You can learn more about Scout here:

Source: Veridion on YouTube

Plus, since it’s currently in Beta, you can request early access to Scout to be among the first to try this game-changing tool.

Overall, Veridion is perfect for those seeking fresh, verified supplier intelligence or aiming to reduce risk in their supply chain.

If this is something you might be interested in, download our data sample or schedule a data consultation through our website.

Exploding Topics

Exploding Topics is a trend analysis tool that uses AI to analyze millions of searches, conversations, and mentions across the internet.

As such, they promise to help discover trends up to 12 months before they go mainstream.

The core of this product is its Trends Database feature, which contains nearly one million trending topics.

Source: Exploding Topics

Each topic represents a brand, product, or industry keyword, which users can sort by category (e.g., fashion, beauty, tech, finance) to quickly identify trends relevant to their business needs.

Some of the other features include:

Projects	After identifying an interesting trend in the Trends Database, the Projects feature allows you to save it for more detailed market analysis.
Trends Analysis	This feature provides a report on the historical Google Search volume of any keyword, along with related keywords and search suggestions.
Meta Trends	For those interested in niche trends within larger markets, the Meta Trends feature identifies the products, brands, and keywords associated with those niches. For example, a meta trend like “Remote Employee Training” would showcase related brands and products.

When it comes to supply market analysis, Exploding Topics is ideal for identifying emerging trends—whether related to products, brands, or industry keywords.

This enables you to develop informed procurement strategies that’ll keep you competitive and adaptable to changing market dynamics.

Source: Exploding Topics

However, compared to Veridion, this tool lacks a detailed focus on business or supplier-level intelligence.

It can show you, for instance, how a topic’s popularity has fluctuated over the past 15 years or its typical Google search volume, but it won’t provide you with rich company profiles.

Therefore, for robust due diligence, vendor management, and risk control, Veridion is the stronger choice.

On the other hand, Exploding Topics is better suited for businesses looking to innovate or pivot into new markets proactively.

In terms of pricing, Exploding Topics offers three different annual plans:

Source: Exploding Topics

There’s also a free version available, although it is quite limited.

If you’d like to explore all of the solution’s features, you can also take advantage of their 14-day trial.

Creditsafe

Creditsafe is a web-based solution that provides business credit reports, boasting a global database with insights on more than 430 million businesses, directors, and shareholders.

Similar to Veridion, Creditsafe monitors changes in a company’s activities, although its primary focus is detailed financial data.

For example, it enables users to monitor:

• New accounts filed
• Credit limit changes
• Credit score changes
• County Court Judgment (CCJ)

Users can also set up notifications to receive email alerts whenever these changes happen, which eliminates the need to manually review records.

In addition to monitoring, Creditsafe helps with ensuring regulatory compliance, thanks to its comprehensive Anti-Money Laundering (AML) screenings.

Source: Creditsafe

This feature protects against risks like terrorism funding, fraud, and other unlawful financial activities.

Compared to other tools on this list, Creditsafe is best for gathering very detailed financial intelligence.

Such data can be used in many ways:

Source: Creditsafe

This is especially valuable when researching and selecting new suppliers as it helps assess their financial stability and ability to fulfill long-term contracts or large orders.

However, for a more complete picture of your potential partners, it’s best to supplement Creditsafe with additional tools.

For instance, Veridion can track not just financials, but ESG performance, operational risks, and other factors, too.

Using both tools together ensures a more detailed understanding of your partners’ overall risk profile.

As for pricing, Creditsafe offers different subscription packages, although specific pricing details are available only upon contact.

Source: Creditsafe

They provide a free trial to explore the solution’s capabilities yourself.

Crayon

Crayon is a competitive enablement platform that uses AI to track competitor insights like changes in marketing strategy, hiring trends, product updates, and more.

Just like Veridion or Creditsafe, this tool tracks changes within companies, although each of these solutions has a different focus.

Creditsafe focuses on financial health, Veridion delivers well-rounded supplier performance data, while Crayon specializes in competitive intelligence.

As such, it provides the users with the following insights:

PR and news updates	New partnerships, product launches, executive hires, and funding rounds.
Product, pricing, and packaging	Product launches, discontinuations, and pricing updates.
Customer reviews	Competitors’ reviews, top complaints, and customer preferences.
Customer and partnership networks	Competitors’ partnerships and any changes in those relationships.

Crayon summarizes these insights every morning, delivering you the most important information via email.

Additionally, when you log into the platform, you’ll find Crayon Pick—the newest data the solution’s AI deemed most worthy of your attention.

Source: Crayon

It’s worth noting that, compared to some other tools on this list, Crayon seems to be more sales-focused.

If you want to use this solution exclusively for market analysis, you might end up paying for some extra features you don’t really need, like, for example, battle cards.

So, if you’re looking for a tool that was built with procurement and market research in mind, other solutions on this list might be a better option.

Nevertheless, those who require reliable competitive intelligence to stay ahead of the curve should certainly give Crayon a thought.

Source: Crayon

When it comes to pricing, the specific details aren’t available on the website so you’ll need to contact them directly to find out more.

However, we do know that each plan includes unlimited:

• User licenses
• Competitor tracking
• Battle cards, dashboards, and other deliverables

A free demo is also available.

Reviews.ai

Reviews.ai automates review monitoring and analytics across major e-commerce platforms.

It scans thousands of customer reviews at once and generates detailed reports highlighting commonly mentioned phrases and sentiment analysis.

One of its standout features is a chat function that allows you to “talk” to your review data.

You can ask questions like:

• What do customers complain about the most?
• What are the highest-reviewed products?

Below is an example of one such chat:

Source: Reviews.ai

The tool can then provide deeper insights into specific issues, acting like a personal data analyst.

This makes it easier to explore customer opinions, uncover the root causes of problems, and gain actionable insights into products.

Additionally, Reviews.ai generates reports that summarize overall sentiments and includes word analytics to track trending keywords in both positive and negative reviews.

Source: Reviews.ai

These features make Reviews.ai particularly useful for identifying common pain points related to companies, products, or services.

It can also help you assess potential suppliers, and evaluate their strengths and weaknesses based on review data.

Source: Reviews.ai

That said, it’s important to note that customer reviews are not a perfect measure of a product or brand’s success and reliability.

If you want to evaluate partners or competitors, complementary data from platforms like Veridion, Creditsafe, or Crayon will give you a broader overview.

Another thing to consider is that Reviews.ai is designed specifically for e-commerce brands.

For those in the B2B space, other tools we’ve mentioned may be a better fit.

However, if you sell products online and want to monitor what people are saying about your brand, competitors, or potential suppliers, Reviews.ai is an excellent choice.

Demos, trials, and pricing are all available upon request, so don’t hesitate to reach out if you’re interested.

Think With Google

The last tool on our list is Think With Google.

This solution offers free research tools to help you understand the consumer journey through trend analysis.

The tools include:

Insights Finder (currently in beta)	Allows you to explore your audience’s interests, discover search trends across various categories, and analyze YouTube content alongside key global viewing trends.
Google Trends	Provides a random sample of aggregated, anonymized, and categorized search data from Google and YouTube. You can analyze interest in specific queries or topics globally or at the city level.
Market Finder	Delivers strategic data to identify new markets, predict demand, and spot opportunities for acquiring new customers.

Think With Google is especially useful for small and newer businesses that want to gain an overall market overview.

It is also well-suited for those who are just beginning their market research journey since there are numerous video tutorials available to guide beginners on how to use these tools.

For example, here’s a tutorial on Google Trends:

Source: Google Search Central on YouTube

However, because these tools are free, they provide less detailed, surface-level data compared to other tools in this list.

Therefore, if you want deeper data for your procurement strategies—especially for tasks like supplier evaluations, or cost modeling—you might want to look elsewhere.

Still, for small to mid-size organizations or those conducting exploratory research, Think With Google offers excellent value at no cost.

Since it’s free, you can try it anytime and then complement your findings with other tools to conduct a more in-depth supply market analysis.

Conclusion

As you can see, each of these tools has its own strengths and ideal use cases, so it’s important to consider your unique goals and needs before choosing one.

For instance, if you’re focused on finding new suppliers or managing risk, platforms like Veridion are worth exploring.

On the other hand, if you want to gain insights into competitors and their strategies, Crayon could be a great choice.

For the most detailed market analysis, however, consider using a combination of these tools.

Together, they can provide a complete view of the market, including competitors, suppliers, trends, and customer preferences.

With this kind of insight, you’ll have everything you need to improve your procurement strategies and stay ahead of the curve.