you also forget that sometimes while bluffing would be EV+, checking would also be EV+ and might have a higher EV

regarding your question: you can estimate which hands people will fold and estimate what % of the cards they hold are those hands
does the villain hold an 8? a J? a K? an A? if so, does he fold those hands?
Say he will fold anything but the ace or better, then our bluff won't work if he has Ax, JJ, 88, KK, QT, J8, K8 and he'll fold other Kx
based on the preflop action we might say he's less likely to have some of the hands or more likely to have some of the hands
but of course you haven't given us the preflop action and stack sizes and other information