They need to work on Sonic's controls.
Returning to Sonic's roots is precisely what Sonic Team should NOT be doing. Each 3D Sonic game has been trying to copy and paste the 2D style of levels; straight-forward, non-stop 2D. But the third dimension confuses this immensely; they feel the need to shoe in a 3D element to each level, hiding helpful or even necessary stuff out of sight and forcing the player to break momentum. They also punish the player for making mistakes not by going back to repeat them, but by awkward movement controls (more on this later) and a woefully flawed, linear camera system that discourages exactly what the mission design is trying to encourage. Thus, not only do they try to directly port the 2D style and standard, but they ridicule it with out-of-character additions to the basic level. If it's not the port to 3D itself that ruins each game, then it is the senseless, misguided notions towards change.
The two main problems in Sonic games are the controls and additional features, both of which are massively criticised each and every time. If Sega can just solve these, then Sonic will be on a respectable standard once again. The comparative example, which has solved both of these issues thus far, is Sonic's rival, Mario.
Super Mario 64 is praised for its flawless, beautiful execution of platforming the third dimension. To quote Tom Endo's article 'Parents Just Don't Understand', Mario 64 "was about movement". It was about feeling free, moving freely, moving anywhere, doing anything, everything, and more than what you imagined you could do. The objective was no longer to get to the flag post and move on to the Castle stage of a set number of linear, set-designed worlds; it was exploring a large, vibrant, lively world, guided only by a vague hint and the player's sense of adventure; there were no real limits. These are among the reasons why it's so critically acclaimed. The point being here is in relation to the previous point.
Sonic's games are still trying to be Sonic in 2D, a tactic which Nintendo knew would not work for Mario.
Which is possibly why Sonic Team insist on new features and characters to utilise these features. Robot fights as Dr. Robotnik Eggman in Sonic Adventure 2 Battle, Silver in Sonic '06, Werehog Sonic, etc. They seem to assume that by adding something Sonic players have not experienced before, something different from the Sonic experience into the game, then that will be welcomed in the eyes of critics and the like. This is probably where much of the budget and time development for each game goes - in my present experience in Sonic Unleashed, the Werehog levels are better designed than several Sonic ones (I speak of platforming, not of beating up enemies). Climbing up poles with the wiimote and being able to move with actual control over Sonic is much more fun than "running" up a hoop or dealing homing attacks into enemies that just stand there and do nothing.
However, Sonic Team are missing the point, and it is something I can link back to Mario. Super Mario 64 had several new additions to the game, such as the Wing Cap, Metal Cap, riding on Koopa shells, and many other mechanics that were totally alien to previous Mario instalments. However, these did not change the essence, the feel of Mario games that was so renowned, at all, (though some like myself would argue that they augment it considerably, they definitely do not detract from it). The mechanics change, the objectives change, the worlds, Mario's health system, the possibilities, the settings change, but no change is ever made to the spiritual essence itself. It's the same thing that makes a fan mentally shout "It's Mario!" when they play a Mario game. When Mario's jumping, he's jumping. When he's got a power-up, he's got a power-up. When he dies, it's a...okay, the example I'm looking for is best found in Galaxy where it's a silly little remix of the Mario death animation, 'cause the 64 death tone chills me. When he runs out of health, you simply start over and laugh at the silly yet amazing adventure it all is.
This spirituality is a key asset which is lost in translation for the Sonic series.
Even if the Werehog design is good, it is completely irrelevant to all emotions synonymous with Sonic. Certain Knuckles missions in Sonic Adventure 2 Battle were probably the closest to a proper translation that Sonic has received in his games so far, simply for the feel of rush and platforming with a Sonic-esque atmosphere adapted comfortably to a 3D world, which is why replicating the 2D Sonic standard into a 3D game is redundant. Sonic Team does not need to change Sonic, they need to evolve him. He needs to mean something more than holding the control stick in one direction and waiting for a jump or platform gap to come in his way.
Linking back briefly to controls, this is a problem that was most evident (for me anyway) in Sonic Unleashed. Sonic's great at running forwards, and side-movement along with drifting is well handled. However, the development of the player's control over him is short-sighted; navigating Sonic in the temple shrines in Unleashed is pathetically difficult unless he is in Werehog form; he just won't move sensibly. The camera does not adapt to his surroundings at all, and we have no control of either moving it or zooming in or out - the marks of a budget game. Again, Mario does not have these problems. They need to work not on making Sonic faster, but more flexible. I prefer playing as Werehog Sonic at the present moment simply because I can control what he's doing, even if it doesn't feel like a Sonic game at all (it would if there were simply more platforming obstacles - stretching his arms out is a missed opportunity, as it could have been much more than it was). It's for these reasons that I personally believe The Secret Rings to be the best 3D Sonic, simply because it was on-rails (though even here they missed the point).
In conclusion, Sonic Team needs to realise that not only is the gap between 2D and 3D massive, but they must adhere to it much more than they are now. Too little time is probably spent on developing a Sonic game (see the gap between Sonic '06 and Unleashed). Sonic's next outing needs a lot more polish, testing, helpful feedback, and understanding of its protagonist and past models. Sonic simply being fast is not enough to impress us anymore, I believe.
And I believe I don't need to speak about the plot or cast. :V