Who they are? What they've done? How much of their company do...

Who they are? What they've done? How much of their company do they own? How they treat shareholders? How they communicate? Do they say what they'll do and then do what they say? Do they meet timeframes? Do they have shareholders interests in mind? I will highly recommend reading a book by Philip Fisher - "Common stocks and uncommon profits" (https://www.amazon.com/Common-Stocks-Uncommon-Profits-Writings/dp/0471445509). There he discussed the 18 different questions that you should know the answer to before investing into a stock. It's a good read and with plenty of lessons to be learnt.