A thoroughly written whitepaper is something that each ICO must possess. Good goals and plans are something that each participant and investor must study if he/her wants to actually gain profit and not with the loss if developers run in the middle of the campaign with the invested money.
I personally had some fail investment at the start of my joining to the market.
I didn't make enough research and I actually followed bigger investors which were probably in cooperation with the developers.
From that day of my loss, I am never doing the same mistake. If you don't take enough of your time to study the project better don't invest!