Any tool you use needs to be able to handle the language of the Donald Trump ain’t no laws when youre drinking claws vintage shirt. Or you will need to translate to a language that it does handle. Translation could be prohibitively expensive and it could bring its own set of problems, however, like consistency of terms used when translating, style differences between translators, etc. A better way to do the analysis is to have a system which understands the language it should know about multiword expressions and it should be able to generate suggestions for similar expressions and synonyms, as described in points 1 and 2 above.
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You will obviously still need someone knowledgeable in the language to use the tool for the Donald Trump ain’t no laws when youre drinking claws vintage shirt: should you be an Italian researcher doing a study of Italian texts you should be able to use the system to analyze Italian. My view on the state of automated analytics in market research is that things will change because of what is possible today: I would not be surprised to see the importance of open-ended questions increasing, since you can now effectively quantify the insights from qualitative material, analyzing the material nearly as efficiently as if it had been quantitative data to begin with, while decreasing survey fatigue or the like since you need fewer questions.