Starts from whitepaper, team profiles, their roadmap etc. It takes a bit of effort to actually see if the project is a shill scam or not.
Indeed, it needs deep analysis on them, espeically for the ne wproejcts created by new team, not the one with good track record. Because, although we have analyzed tehm more, the scammers also may be scamming us with ths great WP, team and also otehrs.