Researching whitepaper and website quality is first step to do before researching another indicator, but i dont agree to take review from ICO sites as one of the consideration, since many shilling and overhype as review there.
unfortunately now it will not be difficult to make a high-quality website and a high-quality whitepaper. So now the reputation in the market is probably more important. If a new team enters the market that no one knows them, but they have a "beautiful" project, I would be thoughtful.