If I am only trading and I am not planning on holding it for the long term, then I do not look at anything major, I only look at the chart and how it is looking, that should be more than enough for me. However, if I am going to end up holding it for a long time, I look for everything, from whitepaper to their roadmap to what they have achieved so far within their plans to past history of the dev team, I look at everything. This is mainly because most of the tokens that are created end up being near zero because the dev team fails to do what they set out to do, and most projects fail not because of scam, but because they end up not doing anything good.