Pretty simple question. At the moment 99.999% of new coins tokens and crypto project all have a telegram group (full spam and bounty hunters) , a twitter account that only posts pre-made bullish news about their own coin, a subreddit with 20 subscribers and 5 bots, a Facebook page full of 3rd world country princes asking for your eth private key.
What is left to judge a product? Only their website. But how accurate and trustworthy can a website be? White paper too aren't to be trusted, since 90% of the time they get changed work-in-progress.
What metrics do you use?
First off their 'team' has to be well known and have active social media profiles. I read and click through the website looking for any odd or incorrect grammar and misspelled words. See if they are on LinkedIN or facebook too. I check the Whois information of the website too. Copy sections of the text on the website and google it. See if it comes up anywhere else. If you find the same exact description on another project it's a guaranteed scam.
If you do the above you will get an idea of the potential worthiness of a given project. At least this is what I do.