of course a good investor will first do its own research (whitepaper, roadmap and etc), besides that what is your biggest motivation?
Everything you just mentioned should be the process for choosing an ICO for investment. One might be okay but any damaged spot on your ship can make it to sink while youre riding. You cant just make your decision based on one, you need to consider everything about that ICO to be hundred percent sure that its a good one and that its never going bankrupt or maybe fail in future.