of course a good investor will first do its own research (whitepaper, roadmap and etc), besides that what is your biggest motivation?
I dont really have much investments and thats because I hardly trust anything I see these days. There are scammers everywhere and most of them are really good in covering up their wicked ways. When Im checking what ICO to invest in I check everything that Im supposed to check to be sure that it will be a reliable one and not an ICO that will end up a failure tomorrow. I check investors and partnerships, capital and everything.