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I am an average investor that doesn't have large amounts of money to pour into the market. I look to find undiscovered companies with solid management, good financials, and a product/service that will lead to great returns.
I prefer bottom up research of a company and don't go near technicals. I like industries that have been beat up because there are always good companies, if they are in an industry that has been beaten up then they are likely to be at a good price.