Your normal game should always be trying to make the most of any situations that can be to your advantage.
Bubble time just adds extra dynamics. Pay more attention to playing styles, those who are so passive they would fold AK or even Aces just to min cash and those who are ultra aggressive just trying to take advantage of the passive opportunity but crazy enough to risk their own chances with any random cards just to pick up a few blinds. Look for the difference between the crazy aggressives and the ones who are trying it on but will back down when challenged.
Consider stack sizes, any short stacks behind are unlikely to call a raise they will either fold or shove, so consider whether you can call their shove before raising in front of them. Any stacks larger than yours could cause you to play for your tournament life, so again consider how best to play them before committing chips, sometimes the bigger stacks are just as afraid of big pots cutting them back down to average and one step away from being out themselves. Some aren't and do get cut down 3 times to bubble themselves.
It's just part of the game which needs to be addressed in it's own way. Early stage, mid stage, bubble, post bubble, final table, heads up, all play differently, all depend on opponent style and to some degree stack size and perhaps even hole cards, flops, turns and rivers.
(coffee break :tee