We report the first observation of a non-dipole transition in an ultra-cold
atomic vapor. We excite the 3P-4P electric quadrupole (E2) transition in
23Na confined in a Magneto-Optical Trap(MOT), and demonstrate its
application to high-resolution spectroscopy by making the first measurement of
the hyperfine structure of the 4P1/2 level and extracting the magnetic
dipole constant A = 30.6 ± 0.1 MHz. We use cw OODR (Optical-Optical
Double Resonance) accompanied by photoinization to probe the transition