Nice one, if I must participate in an ICO then the major factor I would consider is the team, I must try to know the team backing the project ,also I go through the white paper to help me understand what the use case is.
Team and concept. this is important because we see the potential of whether it is good or not. many of the concepts offered in cryptocurrency aand as an investor analyzing are also important things to be able to benefit.
besides the team and the concept one more thing to note is partners, because as good as any concept and team, if they don't have good partners everything will be difficult