Look for information on the internet carefully, if you only come across nonsense and the web design is poorly crafted then stay away from such things. Dig deeper information about the company, what has been done so far. Check the team credentials, and you can find out about them on LinkedIn.
Take a look at the companies on the Blockchain Explorer. How are tokens distributed across accounts? Are several main accounts sold? Find out who is the main holder of the coin and how many coins the founder and team got from the ICO.
Take a look at the Github repository. Is the community empty or have many changes been made?
What's the development team like? What is their reputation? How are they funded and organized?
How broad is their market segmentation?
Who are their competitors and how can the coin do better?
What products do they currently produce?
Is there any new technology released by the company?
Can new technology be easily duplicated?
What are the weaknesses or potential problems of the coin?