Hi there! hard to say exactly as that is a tricky issue.  To me, you need to go off of several points that are: a team, wp, real business experience, projected profitability backed up with the well-equipped base.

A group of professional advisors. In case the team have experience in similar projects, there's a good chance, the whole ico will be successful.
A  well-structed WP which speaks for itself. Anyone needs to understand what they are investing in,right?
I found the connection to real business to be important,too. Finally, it's a low soft or hard cap which is to me gives more chances for success

Someone mentioned VLB eariler here, which is a great example of a trust-worthy ICO. At first I leant towards a strong team of advisors
 (IBM, QIWI, cool right?), but then I learned from their whitepaper that the soft cap is $4M n hard cap $12 and decided to invest. The reviews're very promising!

As for me, I always conduct a comprehensive analysis. Here are some of the parameters that I pay special attention to:
1. Number of people in the team
2. Who are the advisors
3. How many tokens are created
4. Technical documentation
5. When the site and social networks were created
6. Activity in social networks

There are more parameters, but they are the most basic.

In this crypto ICO boom time, it can be hard to choose the right coin or token to buy and invest, for me main things are project idea, social activities, team and road map...

It's like investing. Everyone has different investment reasons. Even few masters can make every investment.

Maybe by trying to investigate the team. How much experience they have, where, in what, why they are trying to build ICO and go on the Market, are they going to achieve something or just trying to close your eyes. Can you find these people on Internet, Facebook, LinkedIn. That would tell you very enough.

where the find good team any site ?

It is extremely difficult to choose a prospective ISO project. Because many projects are not implemented because of conflicts or differences of developers.

You should to see how that development idea. And equally important is the development team, advisory board, roadmap and whitepaper.

The options you mentioned all play their important role while choosing right ICO, However, among all I can say the team behind the Project must be very strong, they should have enough connections and partnerships to carry their project for future success. Also most importantly the product that they are launching in the market must be beneficial to every targeted audience. Marketing of a project is also a very important factor to consider as to enhance awareness of their project in the market.

Regarding Roadmap, it is just a descriptive plan they will follow but this factor also depends on a team, can the team implement the project according to the roadmap? so it is necessary to check team background experience.

Sometimes choosing by such criteria will not save you from scammers. They have managed to make projects that are very similar to reliable ones. And now in order to find a good project you need to make much more effort such as checking addresses of registration, phones, domains and so on.