What do you really mean by DYOR

I see all the time that people say that they should do their own research when it comes to investing in a crypto. So I'm intrigued to know when doing research what do you guys actually look for when researching a coin? Is there anything that turns away instantly? Anything that gets you hooked instantly?

Edit: I don't know why so many of you are commenting without reading the actual post... I obviously know what DYOR means im asking what IT REALLY means to do your own research e.g what are you actually looking for in a roadmap or is the dev team anonymous etc...