With the issue around the token that Javier Milei (Argentina's President) endorsed, and how badly it turned out, it has become obvious that trusting top names or even celebrity with how you engage with crypto is very risky business.
It has become very obvious that more than ever before doing your own research is extremely important, and this only works if you know how to.
Some of the things to look out for is the cliche white paper and team behind the project, you also want to lookout for its tokenomics, to ensure the token distribution isn't just a cash-out plan for insiders. You can also use explorers to track the token's movement. These are just some of the few I remember, I'd also appreciate inputs under this for how others research projects they want to invest in.